Mara Mac
Fashion Brand Evolution & Concept Development
I joined Mara Mac at an inflection point, when the brand’s visual identity no longer reflected its DNA. The collections, inspired by architecture and modern art movements, had hand-made prints as a signature, a language that resonated with my authorial work as a visual artist. Founded by Mara MacDowell, one of Brazil’s most iconic fashion designers, the brand had dressed names like Marília Pêra, Lília Cabral, Ana Botafogo, and Fernanda Abreu.
My role:
I led the brand’s visual transformation from concept to execution, reinforcing the identity through hand and digital illustrations and original paintings. I developed visual identities for collections and special projects, and expanded them into integrated marketing campaigns, motion design for social media and stores, in-store artworks, and online/offline applications. I also supervised photoshoots and oversaw set design. This renewed identity reconnected the brand with clients and delivered clear results in sales, online performance, and digital engagement.
I led the brand’s visual transformation from concept to execution, reinforcing the identity through hand and digital illustrations and original paintings. I developed visual identities for collections and special projects, and expanded them into integrated marketing campaigns, motion design for social media and stores, in-store artworks, and online/offline applications. I also supervised photoshoots and oversaw set design. This renewed identity reconnected the brand with clients and delivered clear results in sales, online performance, and digital engagement.
In-Store and Outdoor Posters
To decorate the stores, Mara Mac used to display photos from the current collections at the entrance and throughout the space. For the Winter 2019 collection, I deconstructed the original images for a more artistic and modern approach.
Winter 2019 (Second Phase Campaign)
For the second phase of the Winter 2019 campaign, I worked with the original photos, creating collages by cutting out the models and integrating them with hand-painted brush strokes and illustrations I created and later digitized.
Visual Identity for Winter '19 Collection Ilusões
For this identity, I created a digital collage inspired by the collection’s references: the surrealist movement, the universe of dreams, and outer space.
A selection of promotional pieces
My notebook with original textures and sketches I designed, used as the basis for the graphic pieces.